| dc.description.abstract | This study sought to investigate the challenges affecting marketing the performance of marketing
research firms in Kenya. To achieve this, the study’s objectives were to determine the effect of
impactful reporting, cost of research, regulatory framework and technological factors on the
performance of marketing firms in Kenya. The study adopted a descriptive research design
which allowed the researcher to observe the aforementioned challenges in a natural and
unchanged environment and collect in-depth information from the respondents. The target
population for this study, therefore, included all research firms in Kenya. The study used
individuals in the marketing departments as they were in the best position to understand the
challenges the company is facing. Therefore, four main target audiences sought were a finance
manager, a marketing manager, a marketing PR consultant and an audit officer from each
company that was included in the study. The study also used questionnaires to collect data which
was analyzed using SPSS (Version 22). The findings indicated that impactful reporting (M=3.39)
was the greatest challenge, followed by regulatory framework (M=3.04), cost of research
(M=2.98) and finally technological factors (M=2.92). Further, a Pearson correlation coefficient
of 0.151 and significant value of 0.048< 0.05 indicated a positive relationship between impactful
reporting and performance of research firm. A negative relationship was established between
performance of marketing research firms and cost of research as indicated by a Pearson
correlation coefficient of -0.228 and a p value of 0.036<0.05. Additionally, a Pearson correlation
coefficient of 0.233 was obtained for the relationship between regulatory framework and
performance of marketing research firms. Similarly, this relationship was found to be statistically
significant given that its associated significant value was 0.032 < 0.05. Finally, a significant
Pearson coefficient of -0.281 was also found for the relationship between technological factors
and performance of marketing research firms. This was also statistically significant as indicated
by a significant value of 0.043<0. 05. Therefore, this study concluded that the performance of
marketing firms is significantly affected by all these challenges. The study therefore
recommended marketing research firm to not only ensure that they apply the right technology n
research for impactful reports but also consider the costs and legal frameworks associated with
marketing research. | en_US |
